Jim Beam to launch Double Oak whiskey in UK

Jim Beam Double Oak

Jim Beam Double Oak whiskey – matured in two different American oak barrels – is to be introduced in the UK this month.

The long-awaited release will be a permanent addition to the portfolio, distributed through Maxxium UK for Beam Suntory.

The signature Jim Beam whiskey is first matured in new charred American white oak barrels – as with all Jim Beam bourbons – before being transferred into a second freshly charred oak barrel for a further period of ageing.

The twice-barrelled production process allows the product to have greater contact with the wood, drawing out exceptional and perfectly balanced depths.

The result is a whiskey intense in flavour but smooth in taste, with aromas of vanilla and hints of toasted wood that lead into deep char and oak flavours with rich caramel and toffee notes. The finish is balanced with a distinct spiced oakiness lingering on the palate.

With an ABV of 43% ABV, Jim Beam Double Oak can be enjoyed on the rocks or in cocktails like an Old Fashioned. In retail, it will have a recommended price of £27.99.

The launch of Jim Beam Double Oak will be supported with a new TV commercial and digital campaign including Facebook teasers to create anticipation with consumers.

The trade will be supported with items to drive visibility, such as unique drinking vessels and denim shirts for staff, bringing the brand’s American heritage to life in bar along with an on-trade sampling campaign.

In line with new packaging rolling out across the entire Jim Beam portfolio globally this year, Jim Beam Double Oak is presented in a distinctive new bottle. It features unique contours, glass embossing and engraving as well as textured labelling and foiling.

Janice McIntosh, Maxxium UK’s marketing controller for imported whiskey, said: “More than ever before, consumers are searching for brands with genuine provenance and craftsmanship, so we are excited to build on an exceptional portfolio with Jim Beam Double Oak and provide our customers with something new and innovative to maximise sales.”

Jim Beam’s seventh-generation master distiller Fred Noe said: “My family has been making history and producing bourbon for more than 200 years. Throughout the decades, we have always enjoyed pushing boundaries and innovating while also staying true to our family’s traditions. Jim Beam Double Oak is the latest example of this.”

The bourbon category continues to grow in the UK and other markets across the world, significantly outperforming the standard whisky category over the past five years, according to CAGR figures.

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